TFL boosts experiential offering with largest ever tube screens

As part of a bid to generate more revenue for the modernisation of London's transport system, Transport for London (TfL) and Exterion Media have launched two 7.2m x 4m, double-sided screens inside Canary Wharf Tube station.

On 28 October, London commuters were greeted at Canary Wharf with artwork by Mark Titchner, as part of the Mayor's #LondonIsOpen campaign. The screens are the first example of the joint venture between TFL and Exterion Media, with more soon to be showcased across TfL's Tube and rail network.

The screens support full motion video, and are suspended from the ceiling in the main ticket hall. They provide an opportunity for brands to connect more with customers, as more than one million people will pass through and witness the screens each week.

TFL and Exterion Media have embarked on an eight-year partnership, and aim to engage and excite London's commuters. The campaign - called Hello London - aims to bring investment and innovation to the outdoor media and offers brands new platforms for larger-scale experiential activity. The partnership is expected to generate £1.1bn in revenue to reinvest in the transport system.

Graeme Craig, director of commercial development at TfL, said:"The screens in Canary Wharf will enable advertisers to reach more than 54 million people every year and are the first of a number of new digital assets to be introduced. Making the best use of our advertising estate is part of a wider commercial approach to generate £3.4bn of non-fare revenue by 2023/24, ensuring we can help the Mayor deliver a modern and affordable transport network."

Shaun Gregory, CEO of Exterion said: "We've put the consumer at the centre of our thinking. Working as one team with TfL, we're upgrading all digital displays across the network and introducing our new Hello London Icons programme, which starts with today's unveiling of these high-impact screens at Canary Wharf. The launch of the Canary Wharf screens marks the latest stage in our drive to enhance the customer experience through delivering a truly world class estate."